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CS Direkt manages media launch and test drive of Fluence E4D

by EVENTFAQS Bureau | Corporate/Brand Marketing | April 10, 2012

Renault India appointed CS Direkt to execute the media launch of its diesel variant of the Fluence, the Fluence E4D, at The Lalit Intercontinental Hotel in Connaught Place, New Delhi, on April 3. The event was hosted by Payal Chaddha.

Commenting on CS Direkt's appointment, Rajiv Mitra, Vice President, Public Affairs & Communication, Renault India said: "Our general practice is to invite three or four agencies to make a bid for a project. Based on the ideas put forth and the financials, we narrowed it down to CS Direkt."

The event saw the unveiling of the new variant to members of the media by Marc Nassif, Managing Director, Renault India, who then shared details regarding the product and Renault's plans for the Indian market. This was then followed by a Q&A session and a photo op. According to Mitra, the press launch was attended by around 150 members of the media.

CS Direkt was responsible for the complete execution of the event. They took care of all details ranging from stage design and lighting to staging techniques. To highlight the product, the venue was outfit with a two projector setup and an on-stage turn table for the unveiling of the variant. Speaking about the event, Sanjeev Pasricha, Managing Director and CEO, CS Direkt Group of Cos. said: "With every launch, every activation, every event we do, we create a value add which is the specialization of CS Direkt. In the case of Renault, our aim was not to create an event. Rather, we aimed at creating an experience for everyone present at the launch. We partnered Renault for a successful launch, and the results made all the efforts worthwhile."

In a similar fashion, CS Direkt executed an event at the Hyatt, Chennai on April 6, wherein members of the media had a chance to test drive the newly launched Fluence E4D from Chennai to Pondicherry and back.

The event began with Massif sharing product details and Renault's future plans and then flagging off a convoy of nine Renault Fluence E4D cars being driven by a select group of journalists and auto experts like Tutu Dhawan.

As part of the execution of this event, CS Direkt had to make arrangements to ensure that a fully equipped ambulance with a qualified doctor was part of the convoy, and plan the route and stops along the way. They were also responsible for making the activity as comfortable as possible for all the participants who had travelled to Chennai specially for it.